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Consumer Behaviour

4th Edition

Zubin Sethna; Jim Blythe
eISBN-13: 9781526471079

eBook Features

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Additional Book Details

Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, and provides open access online resources to encourage student engagement and understanding.


The book strikes a balance between sociological and psychological aspects of consumer behavior and features coverage of social media, digital consumption and up to date marketing practice.

New to this edition:

Fully updated cases and global examples of consumer behaviour in industries including fashion, travel and technology
A new feature exploring the experiential role of brands in consumers’ lives today titled ‘Brand Experiences’
A brand new chapter on sustainable consumption for this era of climate change and sustainability challenges

Online resources complement the book, featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an Instructor manual as well as selected videos to make the examples in each chapter come to life.


Suitable reading for undergraduate marketing students studying consumer behavior, international consumer behaviour and buyer behavior.

Sold By SAGE Publications
ISBNs 9781526450012, 9781526450012, 9781526471079, 1526471078
Language English
Number of Pages 568
Edition 4th